The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries

Abstract

This research aims to analyze brand communication and brand image as specific drivers of wine brand preference and their influence on wine consumers’ intention to visit associated wineries. Specifically, this paper enhances the understanding of the roles of advertising-promotion, sponsorship-public relations, corporate social responsibility, and social media in brand communication, as well as functional, emotional and reputation components in brand image development in the context of wine tourism industry. Data was collected through a structured and self-administered questionnaire from 486 visitors to wineries in Spain. Partial least squares regression was used to evaluate the measurement model and the hypotheses. The empirical analysis shows that brand communication and brand image have similar positive effects on brand preference, and that brand image mediates the relationship between brand communication and brand preference. This research suggests implications for theory and practice relative to brand management in terms of communication and image; and it proposes insights into novel communication tools and marketing activities for the winery tourism industry. Firms should employ a holistic evaluation of brand communication to involve the whole organization, which would enhance the strategic role that brand communication plays.

The impact of integrated marketing communications consistency on destination brand equity in times of uncertainty: the case of Croatia

“…Lang et al (2022) adopted a more holistic approach and examined the impact of the promotion mix on the brand equity of low-involvement products, finding a significant impact of advertising and sponsorship. Similarly, Gómez-Rico et al (2022) discovered that brand communication measured in terms of advertising-promotion, sponsorship-public relations, corporate social responsibility and social media, affected positively brand image and brand preference in the winery tourism industry.…”

“…Lang et al , 2022), image (e.g. Gómez-Rico et al , 2022), perceived quality (e.g. Lang et al , 2022) and loyalty (e.g.…”

The Influence of Belief Systems and the Use of Financial and Human Resources of Scgs on the Orientation And Online Evaluation of Wine Tourism

“…PLS-SEM is indicated in research that wants to test or expand theoretical propositions, as used in these research studies (Lunkes et al, 2020;Hair et al, 2022;Rodrigues, Wander and Da Rosa, 2023). PLS is widely used in wine tourism studies (e.g., Gómez-Rico et al, 2023;Martínez-Falcó et al, 2023), and very suitable for the size of our sample of 123 responses.…”

Wine Consumer Studies: Current Status and Future Agendas

“…Though traditional research methodologies, such as bibliometric analysis (Martinho, 2021;Weatherbee et al, 2019) and systematic reviews (Campo et al, 2022;Carollo et al, 2022;Schäufele and Hamm, 2017), have long been employed to analyze and synthesize knowledge within wine business domains, an integrating these approaches offers a unique opportunity to gain comprehensive insights into wine consumers' behavior. It is found that most of the reviews pertain to particular theme, such as wine tourism experience (Gómez et al, 2019;Kotur, 2023), wine consumption (Wright et al, 2023), sustainability in wine industry (Nave et al, 2021), sustainable wine (Maesano et al, 2019), and willingness to pay (Schäufele and Hamm, 2017). Additionally, none of these reviews attempts to encompass the entirety of wine consumption.…”